Fitness means something unique to everyone, and so the look and feel and tone of voice needed to be one of trust, acceptance, and encouragement.
The tone of voice we developed is at once approachable but bold. Clear, friendly, and concise language is used throughout communications to connect with a wider audience. We avoided puns and jokes, and instead focused on developing a trustworthy and motivational tone of voice. In distinct brand moments, messages of encouragement and power were used, highlighting the resilient and raw spirit behind the brand, and setting up a use for the stencil display typeface.